According to Kotler online marketing is the fastest growing form of direct marketing. It
has gotten increasingly important for companies to have a strategic plan for
communicating with the public online. Statistics show that the yearly ad spend online is
increasing at a rapid pace showing us that companies have understood the importance of
appearing on the search engines and being available in appropriate environments.
The purpose of this study was to investigate how Swedish companies use pay per click
advertising. This was achieved by sending out a digital survey to Swedish companies
who were bidding on various keywords in March 2012.
The results show that there are many areas where Swedish companies can improve how
they are working with pay per click. Some of them include keywords research, use of
custom landing pages and implementing tracking.... more